Call Tracking – Should You Use It and Why?
Call tracking isn’t new. It’s been around for a while and I’m amazed at how many site owners refuse to use it. Call tracking is an essential piece of the puzzle when it comes to measuring your ROI. If you’re a business that receives a modest amount of calls, you should consider implementing call tracking.
Why is call tracking so important?
Imagine all the traffic your site brings in from all its sources. Traffic from social, paid search, organic search and site referrals all should be tracked. Local businesses especially need to track calls. If you’re a local restaurant how do you know how well your site is functioning if you can’t tell if your organic traffic is driving reservation cheaper than your paid search campaigns? You can’t!
There is no way to tell how many reservations were called in from each marketing channel.
Can call tracking hurt your SEO efforts?
Call tracking numbers are usually in java which the engines can’t read so that isn’t an issue. We do however want to ensure Google finds the same number on other sites such as Yelp, Google Plus and other sites. On your “contact us” page and footer use schema markup code to help Google and other major search engines identify your actual phone number. You can learn more about the tag here on W3C This also helps with users who have java turned off on their browser.
There is also a great article on Search Engine Journal that gives a great break down on how to correctly use call tracking and avoid any adverse SEO issues.
Call tracking should be measured the same way you measure your site’s analytics. Being able to account for every lead and dollar isn’t truly being done if you’re not tracking calls.
Here is a list of call tracking companies worth looking into to:
At the end of the day you have to ask yourself – “Can I afford to now now how many calls are coming from which sources?” Which keywords? You could be potentially pause terms on adwords that produce calls, but no click-through conversions or sales. I don’t know of any business owner that would want to willing cut off their money making terms, yet business do it every day. On the other hand plenty of accounts do the complete opposite – leaving every term running wasting dollars because they just don’t know what’s working for them. Are you in the same situation. It’s time for a change.